You’ve probably got a few names that come to mind when you think about clients you’d love to work with again.
Maybe someone who trained consistently for months before work got busy. Someone who was making great progress but had to pause for financial reasons. Or a client who finished their program, planned to come back, and never quite got around to it.
It happens.
And while finding new clients is an important part of growing your coaching business, it’s worth paying attention to the people who’ve already worked with you.
They know your coaching style. You’ve spent time understanding their goals. And if they had a positive experience, there’s already a relationship to build on.
With Black Friday coming up, you have a natural opportunity to reconnect.
The key is making that conversation feel relevant, rather than sending everyone on your old client list the same discount.
Start With the Clients You’d Actually Like to Coach Again
Before you write an email or put together an offer, spend some time looking through your previous clients.
You don’t need to contact everyone who’s ever trained with you.
Think about the people who were engaged in their training, had a good working relationship with you, and might genuinely benefit from starting again.
For example:
- Clients who paused because life got busy. Their circumstances may have changed, and they might be ready to make training a priority again.
- Clients who completed a program. They may have achieved their original goal but haven’t considered what their next one could look like.
- Clients who stopped because of scheduling challenges. A different coaching arrangement might make returning more manageable.
- Clients who took a break for financial reasons. A different package or payment structure might be more suitable now.
It’s also worth thinking about who you wouldn’t contact.
If someone left because your coaching wasn’t the right fit, had an unresolved concern, or specifically asked not to receive marketing messages, respect that.
A smaller list of people who are genuinely likely to benefit from returning is more useful than contacting every former client.
Think About Why They Stopped in the First Place
This is where a little personal knowledge makes a difference.
Imagine a former client stopped training because they couldn’t commit to three sessions a week.
Sending them a Black Friday offer for three sessions a week probably isn’t going to change much.
But if you now offer a more flexible coaching option, that’s a much more relevant reason to get back in touch.
The same applies to someone who completed a 12-week program. They might not need an introductory offer. They might be more interested in working towards a new goal.
Before reaching out, ask yourself:
- What was this client’s original goal?
- What was going well when we last worked together?
- Why did they stop?
- Has anything changed about my coaching that might make returning easier?
- What could I offer that would genuinely suit them now?
You won’t always know the answers, and that’s fine. You can simply start a conversation rather than making assumptions about what they need.
Give Them a Reason to Return Without Slashing Your Prices
Black Friday might be associated with big discounts, but that doesn’t mean you need to reduce your coaching rates by 40% to get someone’s attention.
In fact, for a former client who already knows the value of your coaching, a more thoughtful offer may be a better fit.
Here are a few approaches worth considering.
A Fresh Start Package
Offer returning clients a structured way to get back into training.
For example, an eight-week coaching package that includes a new goal-setting session and an updated training plan.
You’re giving them a clear starting point and helping them feel confident about returning, without reducing your usual coaching price.
An Added Coaching Bonus
Rather than discounting your standard package, include something extra for clients who recommit during your Black Friday promotion.
That might be an additional progress review, a technique session, or a personalized training assessment.
Choose something that adds genuine value without creating more work than you can realistically deliver.
A Longer-Term Commitment Offer
If someone is ready to return consistently, you could offer an added benefit when they commit to a longer coaching package.
For example, a complimentary goal review when they sign up for 12 weeks instead of four.
This can give clients a reason to think beyond the first few sessions.
A January Restart
Not everyone wants to begin a new training program in late November.
Between holidays, travel, and end-of-year commitments, some former clients might prefer to start fresh in January.
You could give them the opportunity to reserve a January coaching spot during your Black Friday promotion.
Just be clear about when their coaching begins, what they’re committing to, and any payment terms.
Whatever you choose, make sure the offer works for your business. There’s little benefit in bringing someone back if the package leaves you with more work and less revenue than you planned.
Make Your Message Feel Like It’s Actually From You
You don’t need a complicated email campaign to reconnect with a previous client.
In many cases, a short, personal message will feel more appropriate than a heavily designed promotional email.
Start by acknowledging your previous coaching relationship.
If you remember something relevant about their goals or training, mention it. Then explain why you’re reaching out and give them an easy way to respond.
For example, you might say:
Hey [First Name],
Hope you’ve been doing well! I was thinking about some of the clients I’ve worked with this year and wanted to check in.
I’ve got a few coaching spots opening up, and I’m putting together a Black Friday offer for previous clients who might be thinking about getting back into training.
If it’s something you’ve been considering, I’d be happy to chat about what you’re working towards now and whether there’s an option that would suit you.
No pressure at all. Just thought I’d reach out!
The message doesn’t need to be perfect. It just needs to sound like something you’d genuinely send.
If you’re contacting a larger group of former clients, you can use an email template to save time. But where possible, tailor the message to the relationship.
And if someone doesn’t respond, don’t assume they need five more reminders. A single thoughtful follow-up may be enough.
Make Coming Back Feel Easy
Getting a positive response is a great start.
But think about what happens next.
If a former client says they’re interested, do they have to complete a long registration process, wait several days for a training plan, or explain all their goals from scratch?
Some information will need updating, particularly if they’ve been away for a while. Their fitness, schedule, health circumstances, and goals may have changed.
But you can still make the process feel straightforward.
A few things worth preparing:
1. A simple way to confirm their return
Make it clear which coaching options are available, what each includes, and how they can sign up.
2. A quick conversation about what’s changed
Don’t assume their old training plan is still suitable. Ask about their current goals, availability, and anything that could affect their training.
3. An updated program
Use what you already know about the client as a starting point, then adapt their training to where they are today.
4. A clear first week
Let them know when they’ll receive their program, how to contact you, and when you’ll check in.
This is also where having your coaching systems organized can help.
With TrueCoach, you can manage training programs, communicate with clients, and track their progress in one place. That can make it easier to deliver a consistent experience as previous clients return and new ones join.
The goal is to make getting back into coaching feel manageable for both of you.
Don’t Make the First Few Weeks All About the Sale
It’s tempting to focus on how many previous clients you can bring back during Black Friday.
But the more important question is what happens once they return.
If someone stopped training because they struggled with consistency, the first few weeks are an opportunity to approach things differently.
Maybe they need a more manageable schedule. Maybe they need more frequent check-ins. Or perhaps their goals have changed completely.
Take the time to understand what will help them stay engaged this time.
You could:
- Agree on a realistic goal for their first month back.
- Set expectations around communication and check-ins.
- Review their progress early rather than waiting until the end of the package.
- Ask how the new arrangement is working for them.
- Discuss their next steps before their initial commitment ends.
These are fairly simple things, but they can make a meaningful difference to the coaching experience.
And that’s ultimately what you want from a win-back campaign: clients who return because your coaching still makes sense for them, and who have a good reason to continue.
Your Next Black Friday Client Might Be Someone You Already Know
Before you spend all your time trying to reach new people this Black Friday, take another look at your previous clients.
There may be people who enjoyed working with you, made progress, and would welcome the opportunity to start again.
A relevant offer and a genuine message could be all it takes to reopen that conversation.
Just remember to think beyond the initial sign-up. Make sure your offer is worthwhile, your coaching business is prepared, and returning clients have a positive experience from the beginning.
Planning Your Black Friday Promotion?
We’ve put together The Fitness Business Black Friday Playbook to help you plan an offer that works for your coaching business.
Inside, you’ll find five Black Friday offer ideas, simple planning worksheets, ready-to-use marketing messages, and checklists to help you prepare for new and returning clients.
Download the Free Black Friday Playbook
When you’re ready to bring those systems together, start a free TrueCoach trial and see how a platform built specifically for coaches can help you manage your business as it grows.
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